Retailer’s festive advert tops the table for festive card prominence
With Christmas definitely under way thanks to the slew of festive ads out there, there’s a surprising winner in the “which retailer features the most Christmas cards?” stakes.
Amazingly it’s Sports Direct, which homes in on the humble card to deliver its new traditions message amid appearances from sporting legends Frank Lampard, Eddie Hearn and Lucy Bronze.
After a decidedly festive fuss-free start to the minute-long ad, which can be seen in full below, England and Chelsea women’s right-back Lucy pops into the MatchGroom barbers to find it decked out with the full monty of traditional paper chains, tinsel and decorations including strings of Christmas cards across the wall.
The camera then pans to feature one design saying Merry Christmas From The Edwards with a family photo of planting a Sports Direct flag on a mountain summit, and delves through the image to hear the phrase “this winter, go big or go home” before pulling back to reveal it’s a trick shot taken on top of their garden slide.
As the GCA’s #Cardmitment campaign is spreading the joy of giving and receiving Christmas cards – preferably send early by second-class post at just 85p – PG Buzz settled down with a mince pie (Waitrose No 1 crumble top with cranberry and orange, naturally) to check out how the advertising agencies have approached reminding people of the importance of these connections in the top festive ads.
Tesco, John Lewis, Waitrose and Morrisons all include cards in the room settings on their respective commercials, with the classic strings across the wall the favourite way of displaying them, while Matalan and Marks & Spencer’s home ad feature festive wrapping paper.
Meanwhile, Matalan, Boots, TK Maxx, Debenhams, Lidl, Asda, Aldi, M&S food, Barbour, and Greggs – with its first-ever Christmas ad featuring Nigella Lawson chomping on a Christmas slice – all cram in lots of decorations and bids to persuade people to shell out on their food, gifts and clothing without a single glimpse of a Christmas card, although there are a couple of crackers in shot.
The official release just yesterday, 14 November, of John Lewis’ main festive advert marks the real start of Christmas for many, with Good Housekeeping magazine agreeing: “Has Christmas really even started until the John Lewis Christmas ad is out?”
To a soundtrack of 90s classic Sonnet by Richard Ashcroft, the storyline sees Sally dash into the Oxford Street flagship store with 15 minutes to closing on Christmas Eve desperate to find the perfect present for her sister, then fall through a rack of dresses into a whimsical journey through her memories before returning to reality with just the right gift for the sibling waiting outside the shop.
The magazine added: “Eschewing celeb stars and magical characters, the ad gets right to the joy and, yes, the wonderful chaos of a family Christmas – catching up with siblings, loved ones and friends you haven’t seen because you’ve all been so busy the rest of the year, recreating those unique family traditions, and finding that present only you could give because you’ve known them a lifetime.”
And respected indie greeting card retailer Michael Apter, who has four Paper Tiger stores in Edinburgh, is also a fan: “Much credit to John Lewis for their Christmas advert this year, I love it. To be honest, Sonnet has always been a bit of a tearjerker so I was already primed to start blubbing, so I was a bit of a pushover.
“The opening scene is in the Oxford Street shop, and it’s nice to see a retail business focus on actual shopping as a physical activity, and as an opportunity to discover different things.
“My kids are currently supplying me transactional lists of all the stuff they want for Christmas, and various family members are requesting suggestions. This year, more than ever, I will not be ruled by a list – they will get what they’re given!
“The rest of the ad doubles down on sentiment, memories, relationships, family, friends, and the art of giving, and it hits just about all those emotional connections that we aim for here at Paper Tiger – well done JLP team.
“Go shopping, preferably go shopping in Paper Tiger but, wherever you go, please go to shops that show they care.”
Check out the festive ads for yourself below…
